Exhibit 2 / 5 Higher McKinsey Design Index scores correlated with higher revenue growth and, for the top quartile, higher returns to shareholders. Revenues (p.a.) Companies’ McKinsey Design Index scores TRS1 (p.a.) Top quartile Top quartile 3rd 3rd 2nd 2nd Bottom quartile Bottom quartile 15% 15. 3 % 15% 20.6% 10% 6.3% 4.6% 4% The Business Value of Design